Question 1

The researcher should remember that the rule is,"Tell it like it is," when writing the objective section of the marketing research report.

Accepted Answer

A) True 
 B)False  True

Question 2

________ are an attractive way of illustrating trends and changes over time.

Accepted Answer

A) Line charts 
B) Pictographs 
C) Bar charts 
D) Histograms 
A) Line charts 
B) Pictographs 
C) Bar charts 
D) Histograms A

Question 3

Report preparation and presentation is the final step in the marketing research project.

Accepted Answer

A) True 
 B)False  True

Question 4

To what length should the researcher go when writing the conclusions and recommendations section of the marketing research report?

Accepted Answer

The researcher should interpret the resu

Question 5

The letter of transmittal does all of the following except ________.

Accepted Answer

A) summarizes the researcher's overall experiences with the project 
B) discusses the major results 
C) identifies the need for further action on the part of the client 
D) all of the above 
A) summarizes the researcher's overall experiences with the project 
B) discusses the major results 
C) identifies the need for further action on the part of the client 
D) all of the above

Question 6

A marketing research report should do all of the following except ________.

Accepted Answer

A) be written for a specific reader or readers 
B) take into account the reader's technical sophistication and interest in the project 
C) use technical jargon 
D) take into account the circumstances under which the report will be read 
A) be written for a specific reader or readers 
B) take into account the reader's technical sophistication and interest in the project 
C) use technical jargon 
D) take into account the circumstances under which the report will be read

Question 7

When writing the final report,the researcher should draw conclusions but should not make recommendations.

Accepted Answer

A) True 
 B)False

Question 8

According to the example given in your text,Thomas Greenbaum,president of a market research company focusing on qualitative research,notes a disturbing trend in recent years in the focus group service sector.Some moderators of focus groups misrepresent their work to clients because their reports are actually written by ghostwriters who did not participate in the focus group sessions.Why does Greenbaum think using ghost writers is such a large problem?

Accepted Answer

Greenbaum criticizes such ghostwriting b

Question 9

The ________ section contains a clear statement of the management decision problem and the marketing research problem.

Accepted Answer

A) approach 
B) problem definition 
C) limits and caveats 
D) research design 
A) approach 
B) problem definition 
C) limits and caveats 
D) research design

Question 10

If you are trying to write about the budget,timeframe,and other organizational constraints pertaining to the marketing research project without eroding the client's confidence in the research or unduly minimizing the importance of those topics,you are working on the ________ section of the marketing research report.

Accepted Answer

A) approach 
B) problem definition 
C) limits and caveats 
D) research design 
A) approach 
B) problem definition 
C) limits and caveats 
D) research design

Question 11

If you are asking questions such as "Could this project have been conducted more effectively or efficiently?" or "Was the best research design used?" or,"Were the conclusions and recommendations appropriate and useful to the client?" you are at the ________ stage of ________.

Accepted Answer

A) assisting the client;research follow-up 
B) evaluation of the project;research follow-up 
C) research design;reading the research report 
D) execution of the research procedures;reading the research report 
A) assisting the client;research follow-up 
B) evaluation of the project;research follow-up 
C) research design;reading the research report 
D) execution of the research procedures;reading the research report

Question 12

Discuss the results section of the marketing research report.

Accepted Answer

The results section is normally the long

Question 13

What are the advantages to publishing marketing research reports on the Web?

Accepted Answer

There are a number of advantages to publ

Question 14

Each report will have a unique character based on the personalities,responsibilities,etc.of the researcher and the decision maker to whom the report is addressed.

Accepted Answer

A) True 
 B)False

Question 15

Moderators who write their own focus group project reports try to complete them within three to four weeks.

Accepted Answer

A) True 
 B)False

Question 16

Blogs can also provide an avenue for a company to obtain consumer reaction to the research findings as well as their feedback on the decisions made and actions taken by the company based on the research findings.

Accepted Answer

A) True 
 B)False

Question 17

Effective oral presentation techniques include all of the following except ________.

Accepted Answer

A) the speaker should vary the volume,pitch,voice quality,articulation,and rate while speaking 
B) terminate the presentation with a strong closing 
C) the presentation should be sponsored by a top-level manager in the client's organization 
D) All of the above are correct. 
A) the speaker should vary the volume,pitch,voice quality,articulation,and rate while speaking 
B) terminate the presentation with a strong closing 
C) the presentation should be sponsored by a top-level manager in the client's organization 
D) All of the above are correct.

Question 18

Often the researcher must cater to the needs of several audiences with different levels of technical sophistication and interest in the project.Such conflicting needs may be met by including different sections in the report for different readers.Under no circumstances should separate reports be written.

Accepted Answer

A) True 
 B)False

Question 19

In order for the report to accurately present the methodology,results,and conclusions of the project,without slanting the findings to conform to the expectations of management,the research must be ________.

Accepted Answer

A) terse 
B) comprehensive 
C) objective 
D) none of the above 
A) terse 
B) comprehensive 
C) objective 
D) none of the above

Question 20

If you are deliberating over whether to call the marketing research report "Practices Followed in Selecting Long-Distance Carriers" or "Long Distance Service Study," you are concerned with which elements of the marketing research report?

Accepted Answer

A) table of contents 
B) approach to the problem 
C) title page 
D) problem definition 
A) table of contents 
B) approach to the problem 
C) title page 
D) problem definition

The researcher should remember that the rule is,"Tell it like it is," when writing the objective section of the marketing research report.

________ are an attractive way of illustrating trends and changes over time.

Report preparation and presentation is the final step in the marketing research project.

To what length should the researcher go when writing the conclusions and recommendations section of the marketing research report?

The letter of transmittal does all of the following except ________.

A marketing research report should do all of the following except ________.

When writing the final report,the researcher should draw conclusions but should not make recommendations.

The ________ section contains a clear statement of the management decision problem and the marketing research problem.

If you are asking questions such as "Could this project have been conducted more effectively or efficiently?" or "Was the best research design used?" or,"Were the conclusions and recommendations appropriate and useful to the client?" you are at the stage of .

Discuss the results section of the marketing research report.

What are the advantages to publishing marketing research reports on the Web?

Each report will have a unique character based on the personalities,responsibilities,etc.of the researcher and the decision maker to whom the report is addressed.

Moderators who write their own focus group project reports try to complete them within three to four weeks.

Blogs can also provide an avenue for a company to obtain consumer reaction to the research findings as well as their feedback on the decisions made and actions taken by the company based on the research findings.

Effective oral presentation techniques include all of the following except ________.

In order for the report to accurately present the methodology,results,and conclusions of the project,without slanting the findings to conform to the expectations of management,the research must be ________.

If you are deliberating over whether to call the marketing research report "Practices Followed in Selecting Long-Distance Carriers" or "Long Distance Service Study," you are concerned with which elements of the marketing research report?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Filters

Exam 23: Report Preparation and Presentation

The researcher should remember that the rule is,"Tell it like it is," when writing the objective section of the marketing research report.

________ are an attractive way of illustrating trends and changes over time.

Report preparation and presentation is the final step in the marketing research project.

To what length should the researcher go when writing the conclusions and recommendations section of the marketing research report?

The letter of transmittal does all of the following except ________.

A marketing research report should do all of the following except ________.

When writing the final report,the researcher should draw conclusions but should not make recommendations.

The ________ section contains a clear statement of the management decision problem and the marketing research problem.

If you are asking questions such as "Could this project have been conducted more effectively or efficiently?" or "Was the best research design used?" or,"Were the conclusions and recommendations appropriate and useful to the client?" you are at the ________ stage of ________.

Discuss the results section of the marketing research report.

What are the advantages to publishing marketing research reports on the Web?

Each report will have a unique character based on the personalities,responsibilities,etc.of the researcher and the decision maker to whom the report is addressed.

Moderators who write their own focus group project reports try to complete them within three to four weeks.

Blogs can also provide an avenue for a company to obtain consumer reaction to the research findings as well as their feedback on the decisions made and actions taken by the company based on the research findings.

Effective oral presentation techniques include all of the following except ________.

In order for the report to accurately present the methodology,results,and conclusions of the project,without slanting the findings to conform to the expectations of management,the research must be ________.

If you are deliberating over whether to call the marketing research report "Practices Followed in Selecting Long-Distance Carriers" or "Long Distance Service Study," you are concerned with which elements of the marketing research report?

Introduction to Marketing Research

Defining the Marketing Research Problem and Developing an Approach

Research Design

Exploratory Research Design: Secondary Data

Exploratory Research Design: Qualitative Research

Descriptive Research Design: Survey and Observation

Causal Research Design: Experimentation

Measurement and Scaling: Fundamentals and Comparative Scaling

Measurement and Scaling: Noncomparative Scaling Techniques

Questionnaire and Form Design

Sampling: Design and Procedures

Sampling: Final and Initial Sample Size Determination

Fieldwork

Data Preparation

Frequency Distribution,cross-Tabulation,and Hypothesis Testing

Analysis of Variance and Covariance

Correlation and Regression

Discriminant and Logit Analysis

Factor Analysis

Cluster Analysis

Multidimensional Scaling and Conjoint Analysis

Structural Equation Modeling and Path Analysis

Filters

If you are asking questions such as "Could this project have been conducted more effectively or efficiently?" or "Was the best research design used?" or,"Were the conclusions and recommendations appropriate and useful to the client?" you are at the stage of .